Structured data to boost SEO

Structured data: for better ranking and a higher click-through rate

The structured data of your website is crucial to improving your visibility in search engines. Thanks to micro-data, visitors can more easily find the information they are looking for. So you can boost your SEO and natural referencing.

Why use structured data on your website?

Having structured data leads to a better understanding of your site by Google. Microdata allows search engines to understand what your site is about and what content it offers.

The integration of structured data makes it possible to indicate to search engines that,
• you are selling products, in a price range,
• that you have opinions, ratings,
• that you also provide information on the description of your products …

Structured data also changes the way your search results appear in the SERPs. Thanks to this tool, you can have display enriched results on Google. This dramatically improves conversions which is crucial in digital marketing.

How to integrate structured data on your website?

If you want to convey information, whether, in natural language or machine language, you need two things:

• a vocabulary: a set of words representing signifier-signified pairs;
• a grammar: a set of rules indicating how to use the vocabulary to convey meaning.

Below is an example of a simple vocabulary for structured data markup. We also need grammatical rules that we must apply so that computer software can understand and store the data entered.

Which structured data method should you use on your website?

Schema.org should be your preferred vocabulary. It is supported by major search engines including Google, Bing, Yahoo, and Yandex. Schema.org is well documented, versatile, and has frequent updates.

When it comes to grammar, there is no easy answer. There are now three main players:
• RDFa (framework for describing resources in attributes), micro-data, and JSON-LD (JSON for data binding).
• RDFa and microdata are conceptually very similar. Both allow you to use visible HTML data.
• JSON-LD, on the contrary, duplicates the data that is inserted into a page as a script.

Structured data inserted in JSON script

 

Microdata in HTML code (itemscope)

Structured data

 

 

Structured data helps Google better understand the content of your site

This makes it much easier for Google to understand the purpose of your site and all of your pages. Subsequently, you will have more valuable information disseminated in its research results.

Microdata provides additional information about the content of a page. And, Internet users appreciate them. Thus, the bounce rate will tend to decrease and the click-through rate to increase.

It is an effective way to obtain a better ranking in search results and especially to receive more visitors to your website.

Choose structured data schemas

Carefully study the diagrams available on Schema.org.
These are some of the most widely used:
• Organization
• The Person
• Location
• Local Business
• Restaurant
• Product
• Offer
• Service
• Brand
• Reviews
• Ratings
• Creative Work
• Book
• Film
• Music Recording
• Recipe
• TV Series
• Event

Several diagrams can be combined to describe an object. A company can equip itself with branding, local company, add Products, Services, Prices, Ratings, Comments, and simultaneously provide its address and telephone number.

The gain in conversion, click-through rate, and decrease bounce rate

The integration of structured data gives Google essential clues about what information you want to convey. They also allow search engines to quickly find and index your content.

Rich snippets gain around 30% in CTR compared to sites without structured data. If your website does not use these search features, you may lose additional impressions and clicks.

You can implement structured data using Schema.org vocabulary and JSON-LD syntax very easily. The easiest way to create the markup for individual pages is Google’s Structured Data Testing Tool.

If you want to “please” Google, then use microdata!

 

 

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